SBD/18/Sponsorships Advertising Marketing

ANHEUSER-BUSCH INCREASES PRESENCE IN RACING; BEER NOTES

     Anheuser-Busch will break new TV spots themed to its
participation in hot-rod and NASCAR racing.  In addition, the
company signed on as the first-ever beer sponsor of IndyCar.  In
the next 45 days, A-B is looking to integrate its motorsports
sponsorships into everything from point-of-purchase,
merchandising and TV ads to a possible new role in a summer
promotion.  Tony Ponturo, A-B VP/Corporate Media & Sports
Marketing, notes that it is easier to get car drivers to
participate with wholesalers and retailers in local events.  An
added draw to IndyCar is driver Paul Newman. Ponturo said it is
"not inconceivable" that Newman could appear in an ad campaign
(Gerry Khermouch, BRANDWEEK, 4/17).     BEER NOTES:  A new summer
promotion for Pete's Wicked Ale will tap into "fans' disgust at
the baseball strike."  Pete's Salary Cap GreedStakes -- the
company's first foray into consumer promos -- offers chances at
18 "salaries" of $10,000 and 800 "revenue-sharing checks" ranging
from $50 to $500.  The promo is supported by point-of-purchase
materials portraying players and owners with $1,000 bills
spilling from their pockets (Gerry Khermouch, ADWEEK, 4/10
issue)....The current BUSINESS WEEK examines the growing business
of micro-breweries and the big brewers (A-B, Coors & Miller)
attempts to cash in (BUSINESS WEEK, 4/24 issue)....Coors blamed
higher packaging costs and a shift in sales away from its
highest-market malt products for a "sharp drop" in net income
despite higher sales for its 1stQ ended March 19 (Bob Ortega,
WALL STREET JOURNAL, 4/18).
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Related Topics:

Anheuser Busch, NASCAR

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